po polsku
illustration: DALL-EIn 2024, out-of-home (OOH) advertising in Poland saw strong growth, reaching a value of PLN 806 million. That’s a 9.7% increase from the previous year, according to the "OOH Advertising in Poland" report by OOHlife Economic Chamber. The Digital OOH segment expanded especially rapidly, with a value increase of 32.2%, reaching PLN 231.85 million. The market has entered a new phase of development where digitization, automation, and integration with other communication channels are taking the lead.
Billboard or screen? The market is going digital
The outdoor advertising market in Poland consists of three main segments: classic OOH, public transport advertising, and Digital OOH (DOOH). While traditional formats still dominate in terms of market share, it`s the digital format that is growing the fastest. In 2024, DOOH accounted for nearly 29% of the market, compared to just 11.3% five years ago.
| Outdoor advertising segment | Value (PLN million) | Year-on-year growth |
|---|---|---|
| Classic OOH | 521.73 | -0.08% |
| City transport | 52.46 | +29.6% |
| Digital OOH | 231.85 | +32.2% |
| Total | 806.04 | +9.7% |
Despite a drop in the percentage share of traditional formats (from 69.1% to 64.7%), their value remained stable. This segment is led by 18 m² billboards and illuminated citylights, which generate nearly 70% of revenue here.
Bus as billboard and the digital offensive
The public transport advertising segment performed surprisingly well. The value of campaigns on internal and external media in buses, trams, and the metro increased by nearly 30%. This growth was driven by advertisers focusing more on smaller cities and combining traditional spaces with digital LCD screens.
- Main clients included brands from the telecom, retail, food, and media industries.
- New developments included campaigns by local governments and the growing importance of vehicle route tracking systems, which allow for more precise targeting.
Public transport advertising is becoming not just a visual element but also an analytical tool. Digital media saw the fastest growth. The 32.2% increase was fueled by a growing number of public screens - at bus stops, shopping malls, airports, and onboard public and rail transport vehicles.
- DOOH now makes up 28.8% of the total market.
- In Q4 2024, its share hit a record 32.6%.
- Screens are managed in real time via programmatic technology, enabling dynamic content personalization.
This makes DOOH an attractive option for brands seeking to combine precise targeting with broad reach.
Who’s investing in OOH?
Ad spending in 2024 was concentrated in several key sectors:
- Retail - 15% share of the OOH market
- Telecom - 13%
- Media - 12%
- Food - 11%
- Beverages and alcohol - 8%
For Digital OOH, the structure is similar, though the food sector has a slightly larger share and retail a bit less. According to the authors of the OOHlife Economic Chamber report, the outlook for 2025 is just as dynamic. Influences may include the presidential election, continued digitization, the growth of analytics tools, and the rising importance of sustainability - more companies are investing in energy-efficient formats and green technologies.
COMMERCIAL BREAK
New articles in section Marketing and PR
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
See articles on a similar topic:
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
Short Social Video. IAB Poland Report on Short Videos in Social Media
Krzysztof Fiedorek
According to the IAB Poland report from May 2024, short video clips are becoming increasingly popular in Poland. In 2023, 61% of internet users in Poland watched the format known as short social video, and 23% of them created such videos themselves. Polish internet users spend an average of 43 minutes a day watching them.
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
